Nicotine use trends in England: Balancing the needs of different populations

In recent years, smoking and vaping trends in England have attracted renewed attention, with debates intensifying around youth nicotine use, shifting smoking patterns among young adults, and major policy initiatives such as the Swap to Stop scheme, the disposable vape ban, and the Tobacco and Vapes Bill. This talk will examine how nicotine policy in England has sought to balance the needs of different populations by positioning e-cigarettes as a less harmful alternative to smoking and a tool for cessation, while limiting uptake among people who would otherwise not smoke. Drawing on recent data, it will review trends in nicotine use, consider how recent market developments and rising harm misperceptions have complicated this balance, and discuss how policy and communication could better support the therapeutic positioning of vaping while encouraging smokers to switch completely away from cigarettes.